Honoured for a forward-thinking and evidence-rich approach to customer loyalty in 2025, ESB Networks claimed last year the Best Customer Loyalty & Reward Programme at the Irish CX Impact Awards 2025, recognised for a programme that wove together behavioural science, emerging technology, and gamification into a cohesive initiative with demonstrable real-world results.

The "Is This a Good Time?" programme is built around a philosophy that repositions loyalty as a vehicle for genuine behavioural change rather than transactional reward. Its use of behavioural science creates the conditions for sustainable shifts in how customers interact with their energy usage, while gamification sustains momentum and keeps participation active over time.

The cumulative effect is a programme that strengthens brand trust, fosters community-level engagement, and contributes directly to Ireland's Net Zero transition — making the case that loyalty initiatives can carry strategic weight well beyond the customer relationship.

Judges left little doubt about the strength of the submission. "The 'Is This a Good Time' programme not only aligns with Ireland's Net Zero goals but also drives meaningful community engagement and measurable customer impact. With strong evidence of behavioral change and brand trust, they have set a new standard for loyalty initiatives, delivering lasting and impactful results," the judging panel said.

The recognition speaks to the evolving criteria at the Irish CX Impact Awards, where the most celebrated entries are those that move beyond surface-level engagement to show that loyalty strategy can be a genuine driver of organisational purpose, community benefit, and long-term behavioural impact.

As the 2026 cycle draws closer, Ireland's CX community faces a compelling challenge: who will raise the bar further and prove that loyalty programmes can be as meaningful for society as they are for the bottom line?

Visit the official awards website to explore past winners, review award categories, and subscribe to the newsletter for updates and insights into Ireland's customer experience landscape.